The big benefit of getting quoted in the media is that it enhances your stature with existing clients, and increases the likelihood of referrals.
Originally, I thought that getting my name in the newspapers would make the phone ring off the hook with people wanting to consult me. This did not, and does not happen.
Only about four clients have come to me as a result of media exposure. Given the time and effort invested, the pay-back in terms of new clients is scant indeed.
But, when I am quoted, I receive emails and phone calls from clients pointing it out. Some even clip the article to bring me to make sure that I see it.
The second main benefit is defence against the media.
My recommendations may be challenged because of a newspaper article with contrary information to mine.
If so, I reply "This doesn't mean that their predictions are valid. It just means this person is good at getting quoted, not in being able to foresee the future."
"I am frequently quoted in the media, and I don't know what will happen in the future." This gives me equal credibility with the media's prognosticators.
Quotes in industry journals are just as powerful as those in newspapers. Saying "I was quoted recently on this in the Vancouver Sun" is no more powerful than "I wrote an article on this subject in a magazine for financial advisors".
How DO you get quoted?
Write your own newsletter. Send copies of your newsletter to media people.
Keep a list of those you wish to influence.
Make their job easy. Rather than calling up a journalist to say, "Write an article on such and such quoting me", write the article yourself, and submit it to him or her.
Or, write a few points that they can make in the article. Media people are stressed out trying to think of things to write about, and have to meet deadlines, so help them out.
Often, they must respond to a current news event. Something happens on Monday and they need an article for Tuesday. You should be on the list of people they call.
Return their call immediately. Be sensitive to their dead- lines. Give them concise "bullet points" for their article.
If there is a call from a journalist on my voice mail, and someone is waiting to see me. I greet the client and tell him I need a few minutes to return a call to so and so of the Globe and Mail. Would they like to come into my office, and listen in?
Finally, journalists want content. They don't want to give you free advertising. So, put the issue of self-promotion aside, and give them information they consider useful.
But no journalist will quote anyone who lacks an excellent reputation, professional designations, and knowledge about the issue he needs information on.
David Chalmers is a Vancouver financial advisor who has had many articles published, and is often quoted by the media,
Mediacrity or reducing the mediocrity of the Media - To learn more about this author, visit Donald F. Pooley's Website.
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Maybe it should be, "the forces for mediocrity"...
Remember when you were a kid and felt you could set the world on fire? Millionaire? Sure. Hollywood star? Of course! Astronaut? Easy. Best-selling author? No problem. World traveler? Start packing.
